Career Development

Cross-Trained: The Intersection of Marketing and PR

Zaneta Chuniq Inpower Leave a comment

Public relations practitioners new and old have been challenged to adapt to the new PR landscape that includes the understanding of the concept of integrated marketing communications or IMC, as we continue in the digital age.

Imagine a job in a manufacturing factory where every person only knows their individual function. Each one of those factory workers are limited in their understanding of how the products are made. With today’s PR landscape, every factory worker (PR practitioner) must be cross-trained in marketing to truly understand how the PR machine must function.

As a new PR pro, learning how public relations is not an independent study, but encapsulates all of the sciences under the marketing umbrella, including advertising and communications is critical. In this day, the traditional PR department or agency employs various marketing techniques that contribute to a greater PR influence.

The biggest challenge that new professionals face is within the changing PR landscape is learning more about marketing and how marketing directly relates to public relations. Below are four things every new PR pro can do to be cross-trained and propel their PR understanding to new heights:

  1. Read PR and Marketing News – New sites like Forbes, Fortune, Mashable and PR Daily are great resources on up-to-the-minute PR news and trends. Subscribe to their RSS feeds on your personal blog site, or follow their respective Twitter pages to receive news as it breaks. What are some of your favorite industry news outlets?
  2. Seek an experienced mentor – Last week we posted about the importance of PR mentoring for new and experienced professionals as January was National Mentoring Month. Exchanging best practices and experiences with a mentor is a great way to learn and grow.
  3. Practice, practice, practice – Knowledge is useless without application. Anything that you are learning, take time to study it further and put it into action right away. Remember all of those concepts that you learned in college that you never used? Implement all of the knowledge that you find and make yourself sharp.
  4. Engage with your PRSA section – This may seem like a dead giveaway, however PRSA New Professionals host a plethora of events and resources from a quarterly newsletter, blog, Twitter page, teleconferences and more. Get involved and make the most out of your membership!

What are some other things new professionals can do to sharpen their PR skills?

Zaneta Chuniq InpowerZaneta Chuniq Inpower is owner and president of Chuniq PR, an independent media and marketing management firm. Additionally, she is the digital communications coordinator for Douglas J Aveda Institutes and Salons, editor  for Supreme Design Publishing and social media manager for COIN Handlers Management. Her personal interests include reading, international travel and culture and community revitalization. Inpower received her B.A. in advertising from Michigan State University.

Never Stop Learning: Why Having a Mentor is Crucial as a Young Professional by Brandi Boatner and Kate Enos

Heather Sliwinski Leave a comment

Albert Einstein once said, “”Intellectual growth should commence at birth and cease only at death.”

Yes, we’ve checked the boxes: graduated from high school, received a diploma in college and got our first, second or third job. But that doesn’t mean learning should ever stop, especially in the workplace.

In public relations, all the classes in the world can’t teach you what you learn while on the job. The art of managing tight deadlines, heavy demands and expecting the unexpected isn’t on any syllabus. But there is one resource that remains untapped and full of knowledge – those who have blazed the trails before us in the world of public relations, otherwise known as mentors.

January marked National Mentoring Month, a celebration of those who choose to dedicate valuable time and energy into the next generation of professionals. No matter your age and title, everyone can use a mentor.

The trick is finding a mentor.

According the New York Times, it won’t happen overnight. Here a few tips and tricks to finding the right match for you:

  • Time: It takes time to cultivate relationships and to see if the chemistry fits to make a match.
  • Industry: Find someone in communications and public relations if that’s the career path you see yourself in.
  • Commitment: Make sure your potential mentor is willing to put time into meeting regularly and making you a priority.
  • Goals: Set goals, and know your strengths and weaknesses before you meet with a mentor.

Mentoring is not only for those who are seasoned practitioners in the field. New professionals in the industry can also be mentors through “reverse mentoring”.

Recently, the Wall Street Journal found “many businesses are pairing upper management with younger employees in a practice known as reverse mentoring. The trend is taking off at a range of companies, from tech to advertising.”   

With the advent of social media, new technologies and innovative marketing techniques, businesses across a variety of industries recognize the skills, knowledge and expertise young professionals bring to an organization, thereby benefiting all employees.

Your mentor is out there – all you have to do is ask. So, what are you waiting for?

 

Brandi Boatner and Kate Enos are the PRSA New Professionals Section mentorship co-chairs.

PRSA New Pros Tweetchat – Promoting YOU: PR Tips for Networking, Landing a Job and Moving Up Recap

Diahnn Henderson Leave a comment
PRSA New Professionals Section hosted its first Tweetchat last week. Two experts shared advice on the art of self-promotion.

On Tuesday, October 25, PRSA New Professionals Section held it first tweetchat with Meryl Weinsaft Cooper and Jessica Kleiman, the authors of our July Summer Book Club selection, “Be Your Own Best Publicist: How to Use PR Techniques to Get Noticed, Get Hired and Get Rewarded at Work”. #NPchat participants gathered to hear Cooper and Kleiman shared great advice for networking and getting ahead in your PR career.

Boy were the tweets moving fast and furiously across our timeline. From the first question to the last, the chat provided valuable advice for recent graduates looking to kick start their career and new pros striving to get to the next level. We kicked the discussion off with best way to network as a new graduate. Here are a few tweets of advice from our authors:

If you weren’t able to stop by our #NPchat or want to access the transcript of the event, click here. The response to this event was positive, and we thank everyone who attended.

If you have topics you’d like to read about on our blog or discuss on a future Tweetchat, comment below, Tweet @PRSANewPros or share on our Facebook and LinkedIn pages. If you really want to get involved, fill out our volunteer interest form and be a part of our 2012 Executive Committee!

Getting the Most Out of PRSA International Conference: 4 Tips for New Pros

Heather Sliwinski 1 Comment

So, you’ve registered for the PRSA 2011 International Conference. Now what? All you need to do is pack and relax, right? Well, maybe. This year’s conference is going to rock! Most likely, you’ll leave with a few business cards in hand and, most importantly, the tools and knowledge necessary to take your career to the next level. But, there is much work to be done.

Here are a few tips for new PR pros to help get the most out of conference:

  • Plan your schedule– the International Conference is jam packed with sessions, and it may be hard to choose which ones to attend. By planning ahead, you’ll be able to enjoy the conference more. Look for sessions that relate to your everyday job and ones that might challenge you. As a new PR pro, you may want to consider sessions like “How to Pitch to Overworked Journalists and Harried Bloggers and Come Out Unscathed” or “The Personal Branding Project – Crafting Your Identity.” Sessions like these will help hone your craft and position you to the right audiences, especially if you are looking for a job.
  • Network, network, network – so much of what we do is about creating and retaining relationships with key media and stakeholders. It’s only fitting that in order to excel in this field, we need to make connections with other professionals. You never know where your next job offer will come from, and you never know who might become your mentor. So, don’t be shy–introduce yourself to someone new at each session you attend! A must-attend networking event is the opening-night reception hosted by PRSA Orlando (shameless plug). The reception will be a great way to kick off the conference with other industry professionals from across the country. Other must-attend events include the PRSA Connections Networking Luncheon and the PRSA and Inside PR Tweetup by the lazy river. (Yes. You read that right. There is a lazy river at the hotel. Let’s do this!) 
  • Enjoy Orlando – conference isn’t all work and no play. There will be plenty of time to soak up some sun or venture off property to explore the other side to Orlando.
  • Follow up with your connections – be sure to send personal notes to all the connections you make at conference. You’ll want to keep in touch. In fact, when you get a business card from someone, write a note on the back of the card about what you talked about or where you met them to help jog your memory later.

So, pack your bags and trek on down to Orlando. The awesomeness that is the PRSA International Conference starts in a few short days. Who’s ready for some PR fun in the sun? 

Christina Morton is on the PRSA Orlando Regional Chapter Host Committee. She is an account executive specializing in social media for CBR Public Relations in Maitland, Fla.

Save the Date: New Professionals Week 2011

Diahnn Henderson 1 Comment

I love planning events for the New Pros especially when it’s a national weeklong event celebrating young professionals! You can never have enough young professionals in your Chapter; after all, they are the future.

This year, during November 14-18, we will host our very first New Professionals Week. This week was designed to celebrate young professionals, but also to help connect young PR pros with their local PRSA chapter.

Who’s invited? Everyone. We’re encouraging everyone who’s interested in this week to get involved! PRSA New Pros National will support your local event via guest blog posts and social media channels.

How can I get involved? If you interested in contributing to our blog, contact blog co-chairs, Heather Sliwinski and Diahnn Henderson. For events, visit our website and download a fact sheet and an event registration form. This website will be the hub for all events held during New Pros week. Once registration forms are submitted, you’ll be able to see a list of events on our website, promoting local events.

We understand that not everyone may have a budget to host an event this year. For those of you who have tight budgets, here are a few budget friendly ways to participate:

  1. Host a private showing of a PRSA New Pros webinar. During New Pros Week, we feature a webinar on a topic of interest for new pros. We anticipate the webinar will be held in the afternoon on Wednesday, Nov. 16 available for purchase (only $35 for New Pros Section members) to host a private showing – invite local new pros to an office, bring a bag lunch and have a discussion after the presentation. The playback will also be available for purchase and our guest speaker can be reached throughout the week for questions via Twitter.
  2.  Host a New Pros focused PRSA Chapter meeting. What topics are particularly interesting to young professionals? What issues are they concerned with during their first few years as a PR professional? Schedule a Chapter meeting during this week and cover one of these topic(s) and/or issue(s).
  3. Participate in New Pros week via our social networks and blog. Follow our hashtag #NPWeek to join the coast-to-coast virtual networking. We’re always looking for a fresh, new perspective on any aspect of PR for our blog; consider drafting a post about your Chapter’s local new pros group, or your personal experience as a new pro.Elizabeth Rhoads

It’s going to be great week of celebrating young professionals. If you have any questions about getting involved, please email me .

Elizabeth Rhoads
PRSA New Professionals Section Programming Chair